Tesla
Tesla is unlike any other automaker out there today as they sell more than just electric vehicles, they sell a brand. Tesla was founded in 2003 as a company looking to revolutionize transportation by mass producing electric vehicles before any other automaker. Tesla’s mission statement is “to accelerate the world’s transition to sustainable energy”. The mission statement is vague but going just below the surface and examining the company explains what Tesla’s ultimate goal is and that is by selling their vehicles and products, they aim to assist the the world in changing from internal combustion engines to electrically powered vehicles to reduce carbon emissions and do it safely. Tesla doesn’t want to just sell you a car, they are selling you a lifestyle and that is of being “green”. Tesla communicates their brand identity to their consumers, competitors and stakeholders by breaking the mold of a traditional automaker by offering vehicles never mass produced before and offering proactive solutions to the problems of electric only vehicles. A perfect example of this is would be Tesla’s charging network, superchargers. These chargers have been installed all over the country to allow extended range traveling for their customers. Tesla also sets themselves apart from every other automaker with an ingenious way to market the brand, they simply don’t. Tesla does not advertise, unlike EVERY other automaker in the world, they let their vehicles do the talking and are prolific on social media. The answer as to why they don’t advertise? They prefer to use “that money to make their vehicles great”, that is a fairly cocky statement from Tesla CEO Elon Musk. This all comes together to their brand statement and utilizing every last dollar to reinvest in making truly sustainable, green changes in our world.
References:
About Tesla: Tesla. (n.d.). Retrieved from https://www.tesla.com/aboutBaker, D. R. (2016, February 20).
Tesla’s bold approach to advertising: Don’t do it. Retrieved from https://www.sfchronicle.com/business/article/Tesla-s-bold-approach-to-advertising-Don-t-6843488.php
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